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By Eleftheria Parpis
Nike Livestrong, "Chalkbot"
Wieden + Kennedy, Portland, Ore.
Inspired by the tradition of writing encouraging messages in chalk to riders along the roads of the Tour de France, "Chalkbot" went to the 2009 race with messages of hope for those fighting cancer. More than 36,000 messages, each 40 characters or less, were submitted through texts, Twitter, banner ads and the Livestrong Web site, with many of them printed on the race course via a custom-made machine.
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